Glowie Copenhagen

Glowie Copenhagen is a Danish beauty brand based in Copenhagen, specialising in eyelash and eyebrow products. It was founded in April 2024 by Naja Stencel and launched with a small line built around an eyelash serum [1]. The company trades as Glowie Copenhagen ApS and sells directly through its own site as well as through the Danish department store Magasin du Nord [2]. As of its most recent activity in May 2026, the brand was operating and publishing regularly [3].

The brand grew out of its founder's personal experience. Stencel, a Danish reality-television personality, took part in the survival show Robinson Ekspedition and, by her account, had almost no eyelashes left after 42 days. Unable to find a lash serum that worked without stinging her eyes or relying on ingredients she wanted to avoid, she developed one with an expert team [1].

Naja Stencel is named as the founder and chief executive of Glowie Copenhagen. The brand's origin story is tied directly to her time on Robinson Ekspedition: in her words, "after I came home from 'Robinson' I had barely any lashes left. I couldn't find a lash serum that actually worked and didn't hurt my eyes" [1]. That gap, the company says, led her to create a serum aimed at rebuilding and strengthening lashes without harmful ingredients.

The launch was covered by the Danish magazines SE og HØR and ALT.dk in April 2024, both framing it around Stencel's reality-TV profile and her stated dream of starting her own brand [1]. Because she was already a public figure, the brand was built closely around her personal story and audience.

Glowie Copenhagen's hero product is its Eyelash Growth Serum, around which the early range was assembled. The line has since broadened to include a brow serum, a Pro Styling Brow Gel, a Repair & Care conditioner for lashes, the Midnight and Twilight mascaras, and accessories such as eyelash curlers [4].

The eyelash serum is built on a blend of peptides and conditioning agents. Its published ingredient list includes sodium hyaluronate, several peptides — among them Biotinoyl Tripeptide-1, Acetyl Tetrapeptide-3 and Oligopeptide-10 — alongside Panax ginseng root extract, panthenol and biotin. The company describes it as vegan.

The brand's central selling point is what it leaves out. Glowie markets its lash serum as free of prostaglandins and hormone-disrupting substances [5], distinguishing it from prostaglandin-analog lash serums that have drawn regulatory scrutiny. The company states that visible results appear after four to six weeks.

Glowie Copenhagen presents itself as combining what it calls aesthetics, quality and purity with documented results. Its stated mission is to help customers feel more confident through "clean, natural and effective products," and it positions its products as enhancing rather than concealing natural features. The company frames its approach around Nordic aesthetic principles and vegan formulation.

A notable part of that positioning is a results guarantee. Under the policy, customers who document their use with dated before-and-after photographs and see no result within the stated period — 16 weeks for the lash serum, 12 weeks for the brow serum — are offered their money back [6]. "We believe in honest results," the company says of the promise [6].

The brand has appeared in Danish editorial coverage since its launch. Beyond the 2024 launch features in SE og HØR and ALT.dk, the consumer-testing site Forbruger-test.dk added the Eyelash Growth Serum to its lash-serum buying guide in February 2025 and listed it among its favourites, describing it as a natural, vegan and gentle option using peptides, vitamins and plant extracts [7].

Glowie Copenhagen states that its Eyelash Growth Serum was nominated for "Årets Øjenprodukt 2025" (Eye Product of the Year) at the Danish Beauty Award [4]. This nomination could not be independently confirmed: the brand does not appear on the official Danish Beauty Award 2025 page or in Fashion Forum's published 2025 nominee list [8]. The claim is reported here as the company's own.

Glowie Copenhagen was active as of the most recent available information. Its blog showed a consistent posting cadence through early 2026, with the latest entry dated 28 May 2026 [3]. The brand sells from its Copenhagen base, ships to other European markets, and its founder was still listed as chief executive. Its retail presence at Magasin du Nord was secured in 2025 [2].